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Маркетинг, основанный на данных. 15 ключевых показателей, которые должен знать каждый
- Марк Джеффри. Ключевые идеи книги
- Narrated by: Дмитрий Евстратов
- Length: 26 mins
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Маркетинг, основанный на данных. 15 ключевых показателей, которые должен знать каждый
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Publisher's summary
Автор уверен, что залог успеха компании, в первую очередь, в индивидуализации и использовании маркетинга, основанного на данных. Главное - не пытаться учесть все возможные маркетинговые показатели (их больше 100), а сосредоточиться на основных пятнадцати показателях. Их вполне достаточно, чтобы построить маркетинговую стратегию, обосновать перед руководством потребность в определенном бюджете и отчитаться об эффективности маркетинговой кампании. Если направить 10% маркетингового бюджета на упорядочивание измерений, выгода многократно превысит вложения. В книге подробно описаны основные маркетинговые показатели и кейсы удачных и провальных маркетинговых кампаний, даны советы, как избежать распространенных ошибок и разработать маркетинговую стратегию, шаблоны аналитических таблиц, описания методик и инструментов измерений. Следуя советам автора, вы сможете настроить систему маркетинговых измерений от А до Я и разработать выигрышную маркетинговую стратегию.
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